Pengaruh kualitas produk dan online customer review terhadap keputusan pembelian produk beauty and care di shopee

Junita, Reza (2026) Pengaruh kualitas produk dan online customer review terhadap keputusan pembelian produk beauty and care di shopee. Undergraduate thesis, Universitas katolik musi charitas.

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Abstract

This study aims to analyze the effect of product quality and online customer reviews on purchasing decisions for beauty and care products on Shopee. The study uses a quantitative approach with a survey method by distributing questionnaires to consumers who have purchased beauty and care products on Shopee. The data is analyzed using multiple linear regression to determine the effect of each variable on purchasing decisions. The results show that product quality has a significant positive effect on purchasing decisions, meaning that the better the perceived product quality, the higher the tendency for consumers to make a purchase. In addition, online customer reviews also have a significant positive effect on purchasing decisions, where informative, credible, and relevant reviews can increase consumer confidence before purchasing a product. These findings indicate that product quality and customer reviews are important factors that consumers consider when making purchasing decisions on e-commerce platforms. Keywords: product quality, online customer reviews, purchasing decisions, Shopee.

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